FreshDirect Launches New Television Ad Campaign Featuring Bobby Flay, Ed Koch and Paulina Porizkova

FreshDirect Launches New Television Ad Campaign Featuring Bobby Flay, Ed Koch and Paulina Porizkova

New FreshDirect Ads Highlight Quality of Food and Commitment to Service

NEW YORK, Feb. 6 /PRNewswire/ -- FreshDirect, the nation's leading online fresh food manufacturing and delivery services, has launched their second foray into television advertising with a new campaign featuring celebrity chef Bobby Flay, former New York City Mayor Ed Koch, and model Paulina Porizkova. The broadcast ads are built around the FreshDirect tagline, "Our Food is Fresh. Our Customers are Spoiled."

"This campaign is designed to showcase FreshDirect's fresh, delicious food and high standard for service, which ensures that all customers receive the star treatment," said FreshDirect's President, Steve Michaelson. "Bobby Flay, Ed Koch and Paulina Porizkova are perfect examples of New Yorkers who lead busy lives and have high expectations, just like our customers."

Ed Koch, former mayor of New York City and Congressman, commented, "I've spent my life serving New York and one of the best innovations to come to the city in many years is FreshDirect. The ease and convenience compliments the fast pace of this city, which was built around the entrepreneurial spirit of finding a faster, better and more cost-effective way to do business."

"One thing I saw firsthand during my time at Priceline.com and our work with William Shatner as well as my current association with Jenny Craig and the partnership with Kirstie Alley was the power and influence that a strong personality can have on a brand," said Rick Braddock, Chairman of FreshDirect and former Chairman and CEO of Priceline.com. "FreshDirect is iconically New York, but recognized nationwide, as are Bobby Flay, Ed Koch and Paulina Porizkova."

Created by Gotham Incorporated, each of the three 30-second ads show a FreshDirect delivery person arriving at one of the celebrities' homes and engaging him or her in a lighthearted conversation about FreshDirect. Michael Jordan, Managing Partner and Group Creative Director of Gotham Incorporated commented, "Whether the customer is a mother, a bachelor, or a true foodie, FreshDirect has something for everyone. These spots are designed to illustrate that versatility."

The new ads will reach the New York metropolitan area via cable stations starting February 6, appearing on Food Network, NY1, CNN, Lifetime Television, USA Network, TBS, TNT, FX Networks, Bravo, Home & Garden Television, Oxygen Media, WE: Women's Entertainment, and more. This campaign marks the second time that FreshDirect has advertised on television, and will supplement FreshDirect's existing print, outdoor, transit and online campaigns.

About FreshDirect:

Founded in 1999, FreshDirect is the nation's leading online fresh food manufacturing and delivery services. FreshDirect is setting a new standard for fresh food production and distribution by offering unparalleled quality, product customization and value pricing from its state-of-the-art facility in Long Island City. The company is expanding rapidly and currently serves most of Manhattan and locations in Queens, Brooklyn, the Bronx, as well as New Jersey and Westchester. The company's vision is to change consumers' lives by providing the ultimate shopping experience for impossibly fresh food and meal solutions. The company currently has over 250,000 customers and has fulfilled close to 3 million orders since opening for business in September 2002. Additional information can be found at http://www.freshdirect.com/

Press Contact:
Allison Braley
MWW Group for FreshDirect
(212) 827-3742
abraley@mww.com

Source: FreshDirect

CONTACT: Allison Braley of MWW Group for FreshDirect, +1-212-827-3742,
abraley@mww.com

Web site: http://www.freshdirect.com/

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